01
Original Article
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Personal Characteristics Influencing Political Party Banner Attitudes and Avoidance
Jong Woo Jun, Jungryum Kim
· pp. 9–23
DOI: 10.17010/ijom/2026/v56/i6/176016
Purpose: This study investigated factors influencing attitudes toward and avoidance of political party banners in South Korea following the 2022 legislative deregulation. It examined how persuasion knowledge (PK), government trust, and political orientation acted as cognitive filters during “forced exposure” …
Keywords:
political party banners, political orientation, persuasion knowledge, government trust
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Original Article
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The Purchase Paralysis Paradox : When Greenwashing Backfires in Gamified Choice
Sridevi Gopakumar, Madhava Priya Dananjayan, Noor Azlinna Azizan
· pp. 24–42
DOI: 10.17010/ijom/2026/v56/i6/176017
Purpose: The purpose of this study was to clarify why sustainable intentions often failed at the moment of choice, examining how assortment complexity and partially credible claims shifted consumers from motivated green buying to skeptical avoidance in digital shopping environments. …
Keywords:
gamification, greenwashing, assortment size, decision paralysis, purchase intention, consumer skepticism
03
Original Article
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Determinants of Sustainable Clothing Adoption : A Mixed-Method Study Integrating Thematic Analysis and Structural Equation Modeling
Kanika Rana, Sonali Banerjee, Vaishali Agarwal, Ashima Saxena, Priyanka Chadha
· pp. 43–61
DOI: 10.17010/ijom/2026/v56/i6/176018
Purpose: The study explored the determinants affecting sustainable clothing adoption behavior by extending the theory of planned behavior through the inclusion of consumer awareness (CAW), environmental concern (EC), environmental knowledge (EK), and perceived barriers (PB) in the emerging market scenario. …
Keywords:
sustainable clothing adoption, consumer awareness, environmental knowledge, perceived barriers, environmental concern, structural equation modeling
04
Original Article
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Mixed-Methods Scale Development : Students’ Intention to Choose University Under the Lens of Institutional Social Media Engagement
Latika Chahal, Sunaina Ahuja, Harish Mittu, Pawan Kumar
· pp. 62–78
DOI: 10.17010/ijom/2026/v56/i6/176019
Purpose: Given the strong dependence of Generation Z (Gen Z) on social media, this research was designed to develop objective criteria and a measurement scale to assess the students’ intention to choose a university, giving particular attention to institutions’ social …
Keywords:
students’ intention to choose university, institutional social media engagement, social media responsiveness, institutional social media popularity, strategic media information, and Generation Z
